Our habits as consumers are changing offline as well as online. We "hack" retail by finding loopholes, coupons, deals and tricks that get us what we want. We circumvent artificial boundaries such as borders by "spoofing" locations and we receive products via legal middle-men.
At the same time these online tricks are moving offline again with the advent of location based marketing via Foursquare and Facebook.
This presentation gives a quick overview of an emerging field that is changing rapidly.
5. Retail hacking
“Hacking” the usual way of shopping
by using the internet
Cupons, sharing special
offers, loop-holes, tricks ...
Source: Wired US 12/10
6. Retail hacking
“Hacking” the usual way of shopping
by using the internet
Cupons, sharing special
offers, loop-holes, tricks ...
“Shopping is a
contact sport”
Source: Wired US 12/10
7. Retail hacking
“Hacking” the usual way of shopping
by using the internet
Cupons, sharing special
offers, loop-holes, tricks ...
“Shopping is a
contact sport”
“Suggested retail
price is a blatant lie”
Source: Wired US 12/10
8. The typic al retail hacker
Source: Wired US 12/10
11. Young
High income
60 % earn more
than $50.000 / year
The typic al retail hacker
Source: Wired US 12/10
12. Young
High income
60 % earn more
than $50.000 / year
“Stacks” methods and offer
to use several money-saving
tricks at a time
The typic al retail hacker
Source: Wired US 12/10
17. Doesn’t necessarily
do it for the money
Competitive
personality
Mother of two
38 y. o.
Cha rlotte Harrison
Source: Wired US 12/10
18. Distributes food
to those in need
Doesn’t necessarily
do it for the money
Competitive
personality
Mother of two
38 y. o.
Cha rlotte Harrison
Source: Wired US 12/10
22. “Spends” $78.15
Pays $1.77
Gets $2.85 refunded for an
incorrectly priced red bell
pepper
Source: Wired US 12/10
23. “Spends” $78.15
Pays $1.77
Gets $2.85 refunded for an
incorrectly priced red bell
pepper
Result
$1.08 profit + $78.15
worth of groceries
Source: Wired US 12/10
27. Priceline
Hotel auction
Bid on a price class,
not a hotel
You don’t know
what hotel you’ll get
- only that it will
have 4 stars
28. Priceline
Hotel auction
Bid on a price class,
not a hotel
You don’t know
what hotel you’ll get
- only that it will
have 4 stars
Lets hotels
circumvent their
own pricing rules
29. Self-sumer
“Selfsumers will not “work” alone and will
collaborate to seek out and decide on their own
purchasing preferences through social
networking.”
- PriceWaterhouseCoopers 2010
39. Continuation of the
hacker mentality
Groupon does
the work for you
Group purchases
Certain number must
buy, before offer is
“unlocked”
40. Continuation of the
hacker mentality
Groupon does
the work for you
Group purchases
Certain number must
buy, before offer is
“unlocked”
Declined take-over bid
from Google worth $6
billion
41. Technology hastens and increases social change
Technology
Social change
Social change shapes technological development
42. Why now?
Technology hastens and increases social change
Technology
Social change
Social change shapes technological development
47. Foursquare
“If I earn the Gym Rat badge, that says something about
me that a couple of stamps on a punch card or scan of a
loyalty card cannot.”
Tristan Walker, head of business development, Foursquare
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
55. Safeway & pepsico
New kind of “loyalty scheme”
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
56. Safeway & pepsico
New kind of “loyalty scheme”
Check-in at Safeway and get points on your
VonsClub card
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
57. Safeway & pepsico
New kind of “loyalty scheme”
Check-in at Safeway and get points on your
VonsClub card
Points can be spent on Pepsi-Co
products
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
58. Safeway & pepsico
New kind of “loyalty scheme”
Check-in at Safeway and get points on your
VonsClub card
Points can be spent on Pepsi-Co
products
Auto check-in at cash register possible
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
60. Facebook
“People spend over 700 billion minutes per month
posting, sharing, Liking, commenting, poking, playing
games, and interacting with one another as well as the
content and applications that define the pervasive social
ecosystem.”
Brian Solis
Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
62. Statistics!
On average
130 friends
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
63. Statistics!
On average
130 friends
Fits quite well with
Dunbar’s number
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
64. Statistics!
On average
130 friends
Fits quite well with
Dunbar’s number
Connected to 80 community
pages, groups, events and Pages
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
65. Statistics!
On average
130 friends
Fits quite well with
Dunbar’s number
Connected to 80 community
pages, groups, events and Pages
Creates 90 pieces of
content a month
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
68. From e-commerce
To f-commerce
Facebook credits
Social Graph: Your 130 friends
follow you round the web
69. From e-commerce
To f-commerce
Facebook credits
Social Graph: Your 130 friends
follow you round the web
and can be used on external
sites (Facebook Connect)
70. From e-commerce
To f-commerce
Facebook credits
Social Graph: Your 130 friends
follow you round the web
and can be used on external
sites (Facebook Connect)
Our social graph reveals a lot
about our purchasing habits
84. Facebook Deals
Linked to Places
Shown at check-in
“Regular” offers
Loyalty based offers
Social offers where several of your
friends check-in at the same time as
you
90. Wrap-up
Offline to online
- and back again
Your friends, activities, “likes”
and habits follow you around
the web via constructs such as
Facebook’s Social Graph
91. Wrap-up
Offline to online
- and back again
Your friends, activities, “likes”
and habits follow you around
the web via constructs such as
Facebook’s Social Graph
Turning in to a refined social
version of the filtering we already
know today
94. Wrap-up
Both a new way of showing
“traditional” offers
... and a way of creating new types of offers:
Groupons, expanded loyalty programs and social
offers, where your friends check-in with you
95. Wrap-up
Both a new way of showing
“traditional” offers
... and a way of creating new types of offers:
Groupons, expanded loyalty programs and social
offers, where your friends check-in with you
The most important part of all this is still the
experience the customers gets at point-of-sale
no matter if it’s on- or offline. This experience
spreads even quicker now, because he / she
found the offer online in the first place!
96. Thanks for watching!
me
Twitter: @danielord
Email: daniel@seismonaut.com
www.seismonaut.com